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You Don't Know What You Don't Know ...
September 14, 2021
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An air personality recently shared her frustrations over trying to decide what her aircheck/demo should have on it to send to program directors. She’s working at an AC station and wanted to know if it was okay to send what she had, even though she was applying for a job on a station with a different format.
Here's The Deal ...
I explained to her how subjective the entire process is. Some program directors listen for talent, and not necessarily for their format. Then there are others that can’t envision how someone might sound working in their format with an aircheck that consists of talk breaks with music intended for a different target audience.My Advice ...
I told her, "You really just never know. Personally, I always look at an air personality as a professional announcer working in a format that had a job opening. In no way do I ever think they're not capable of working in any format. However, since none of us can read minds, the safest thing to do is to send an aircheck/demo centered around the music of the station that has a job opening. By doing so, the programmer can only reject you based on what they think of your sound. They can’t use the lame excuse that you’re working in a different format.She Didn't Know ...
That same air talent that I’m talking about had sent me her demo and I listened to it. Because of the way it was edited, I assumed it was an assembled "best of" aircheck/demo. Between each talk set there was a transitional whooshing sounder. But that wasn’t the case. She used the sounder because she thought it was necessary to cover what she felt was a music clash between cuts.But I Just Said …
Although it sounded as if I was contradicting myself --I told her, “Program directors usually only pay attention to how an air talent sounds. Edit your aircheck/demo without a sounder for transitions from one talk break to another. The programmers might notice the music if it's dated. It's usually an indication that what you've sent is an old aircheck/demo. An up-to-date aircheck/demo should be something within the last year or two."Programming Is Like Parenting ...
Our conversation reminded me to never equate the age of a person with their knowledge base. You don't know what you don't know. This air talent was smart and had several years of experience. But apparently no one had ever given her enough instruction on putting together an aircheck/demo. It's unfortunate, but she's a result of those in leadership roles who were never exposed to enough program directors who had a broader skill set.What PDs Generally Look For...
PDs hire a personality if their air work is a direct reflection of the demo. If the aircheck is a "best of" demo composite and the PD finds out they've hired someone who can't deliver what was on the aircheck, that person usually doesn't last long in their new job.It Still Comes Down To Your Sound …
Having a well thought out package that includes social media and a video of you working is all great. But it still comes down to how you sound on the air and that's what your aircheck/demo will showcase. I always suggest you get a mentor or someone to coach and monitor your progress. If you are just starting out in the business, maybe the PD or another personality on staff will help you. For those in college hoping for a radio career, check social media -- Facebook, LinkedIn, or other sources that can connect you with experienced air personalities and program directors. -
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